Fight private domain traffic? It’s mine when you collect the money, and you all the rest.
Editor’s note: This article is from the WeChat public account “Short Book Platform” (ID: gh_dce627e58069), author: Yang Jun orlo.
Recently, many groups have appeared in Didi to help red envelope links. Netizens ridiculed that Didi is “pinduoduodu”, the Didi platform Jihua Xiaozhu Later, through “social fission” methods such as group group assistance, they began to occupy everyone’s social channels.
“Pinduoduo” is not only applicable to the e-commerce industry. In theory, everything can be “Pinduoduo”, including the online education industry. Because the underlying logic behind it is universal, because the essence of marketing is communication.
The subsidy flow of the Hundred Regiment CampaignAfter the amount, the way of promoting the market with this kind of red envelope activity remains the same Did not disappear. Whether it is from the data created by Pinduoduo or Didi and Huaxiaozhu, in the Internet traffic market in recent years, the social fission strategy led by red envelopes is still a strong traffic construction strategy.
Before analyzing the design of Didi activities, we first understand the underlying logic of the driving force of social network communication. In general, we collect them into two categories: rational drive and perceptual drive.
Rational drive
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Driven by economic demand
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Relationship demand driven
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Growth demand driven
Perceptual drive
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Achievement demand driven
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Sentimental demand driven
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Driven by entertainment demand
As long as we are familiar with the social-driven needs of users, and matched with appropriate marketing tools, the communities we operate daily can also achieve “Pinduoduo”.
“Spelled out” private domain traffic
According to Huaxiaozhu’s positioning: a more sinking market. The target user group is “those who are willing to have more trouble in order to get a cheaper car.”
As long as the interests are right, most people are willing to trouble a little more. This is also a strategy to successfully “spell out” private domain traffic, red envelope subsidies and other social fission. Two key factors need to be paid attention to:
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appropriate interest-driven
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Sufficiently large network of relationships
Didi’s Flower Little Pig, the initial market promotion red envelope activity plan is: Invite a successful friend, you can immediately receive 3 yuan. If a friend uses the product for the first time, he will receive an additional subsidy of 5 yuan, a total of 8 yuan; and there is no threshold for withdrawal.
To make red envelope subsidies, appropriate benefits are very important. The key point is how appropriate is it? The ROI is not high if it is ignored by fewer users and more business activities.
Hua Xiaozhu’s 8 yuan is a good price. Judging from the downloaded data, we can see in the picture that Hua Xiaozhu’s data rose by leaps and bounds in March.
According to third-party monitoring data, starting from March 2020, Didi’s Huaxiaozhu will start to enter 行城 City test operation, and officially entered first-tier and new first-tier city operations in mid-August. In just 6 months, Hua Xiaozhu quickly reached the top of the APP Story travel list in terms of downloads.
The reason why business giants are keen to subsidize the gameplay of social fission: it must not be because of too much money, but because this gameplay has lower customer acquisition costs and faster customer acquisition.
A simple analysis of the customer acquisition cost of Didi:
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According to network statistics (mainly e-commerce), the user cost for each private domain traffic generated by the activity is roughly 6-7 yuan.
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For an APP product of Huaxiaozhu, the red envelope subsidy cost of customer acquisition should be about 8 yuan.
At the same time, comparing the cost of acquiring customers in early e-commerce, Taobao costs 166 yuan to acquire a new user, JD costs 142 yuan, and Pinduoduo only costs 10 yuan. By 2019, Taobao will cost 536 yuan, JD will cost 757 yuan, and Pinduoduo will cost 143 yuan. (Data source: financial writer Wu Xiaobo)
Up to 8 yuan, for a customer lead (non-precise data), this ROI is considerable. When we were collecting information, we saw that some netizens roughly calculated the maximum exposure range of a single user according to Dunbar’s law and the theory of six degrees of contact: about 900. The user forwards the information once, and this information can be delivered to 900 people at most.
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Dunbar’s Law: The maximum number of stable friendships that each person can maintain is only 150.
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The six-degree network theory also states that there will be no more than five people between you and any stranger, that is, you can get to know any one through up to six people stranger.
From the data on customer acquisition costs in the market, the cost-effective method of “compelling” traffic is higher.
The initiator is very important for the “fight” to be completed smoothly. In other words, in social fission methods such as red envelope subsidies, the activists very much hope that this group of users will participate. Although during the event, many users purely came to stalk their wool, this did not affect the final event effect.
Users such as 薅wool are equivalent to the KOC group. Their highest value is that they are easy to complete tasks, and Easy Help helps spread, like an exposure window.
The essence of “social fission” is a way of promotion and delivery through social channels:
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Incentives-how big a red envelope is to set up
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Demand-driving and leveraging participating users
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Path-designed rules and processes
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Results-helping brands or organizations achieve the goal of exposure and communication
Users who participate in the task and successfully complete the task are very dependent and need to consume the social skills of the participating users. For users who do not have enough social skills, it is very difficult to complete the task of joining the group if they just chat with friends privately or send out the community randomly. And after completing the task hard, there will be great complaints against the brand, which is not conducive to the brand tone. Online search and search everyone knows Pinduoduo’s “love” and “hate”.
Therefore, the value brought to the brand by the users of woollen wool is a win-win situation that can be controlled. The flow rate can be compared to a strong wind, and the product experience can be compared to burning firewood. When the product itself is not enough fire, the wind will blowBlow out quickly.
The retention of good results, is filtered by process rules
In the traffic market, the success or failure of a product in the market depends on its ability to retain users. So in the flow funnel, how to design the important retention phase? Let’s take a look at how Didi and Huaxiaozhu implanted the “Pinduoduo” fission factor into their products.
The so-called “Pinduoduo” does not simply refer to the way of group play to do activities. An important factor is Pinduoduo: gamification + e-commerce. In addition to fission propagation, we must make users addicted to software and achieve high daily activity. This is the result we want to pursue.
To “fight” private domain traffic through social fission, it is necessary for users to participate in activities and eventually become daily active users. How to make users become daily active users? Provide daily tasks/game design so that users can always play on the platform.
The traffic that is “spelled out”, every user who participates will gradually become a daily active user, let users Keep playing, there will be requirements for the design of gamification activities. When the event attracts a batch of user traffic to participate, we need rule planning to help the product filter out accurate users:
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Users who participated in the task for the first time = KOC we launched
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Users who share and attract traffic = Semi-precision product users
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Users accurately filtered by rules = precise target users
Didi’s social fission activity—”Didi Meow Festival” consists of three parts: main task, side task and daily task: p>
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Send 66 yuan in cash every day
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Friends helped get 8.8 yuan in cash activities
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The cute cat jumping game
We can see from the picture that the activity design of “Didi Meow Festival” is based on the task line: main task-branch task-daily task. In addition to cash rewards after each mission, there are also discount coupons for the use of their own products.
Through the discount coupons after these tasks, stimulate and slowly screen out target product users. This screening process requires time to settle, and the selection and rules of discount coupons must be deliberately designed. For example: Didi’s 50% discount coupon has a discount limit of 20 yuan, and a 10 yuan coupon is a discount of 10 yuan.
The setting of these activity rules almost directly affects the effect of retention. Here are some of Didi’s activity rules setting points for your reference:
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The 8.8 yuan after the completion of the branch task can be deposited into the platform account, but it cannot be withdrawn (without 10 yuan)
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Log in to the Didi page every day, and randomly search for a chance to find the cat. (If you collect 6 cats, you can receive 66 yuan)
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Didi connects to the cute cat jumping mini game, clears 100 levels, and can receive some small red envelopes.
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You can restart the mission every day, and invite 4 people to help you get 8.8 yuan.
The picture is a list of the current activities of the Didi and Huaxiaozhu platform. To do a good job in a social fission activity, we must rigorously design each node of the rules so that users will not go through the entire process at once, and spend as much time as possible in the closed loop of activity operations. At this time, the brand or organization has the opportunity to slowly cultivate users or clean up lead users.
Use private domains to “spell out” private domain traffic
This kind of “Pinduoduo” empowerment is not only suitable for APP, in fact, it can be used in the community. Some community activities in the early years (social group fission):
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Check in cash back
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Study for 1 minute a day
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Red Envelope Luck King Relay Event
As long as you understand the underlying social drive logic of Didi’s “Pinduoduo”: appropriate profit drive + sufficiently large Network of relationships. When planning with some tools, it is possible to implement tool-based marketing directly in the community, and use your own community to “spell out” the private domain traffic you need.
For example: When the community is in operation, it will use red envelopes to start activities to stimulate community activity. But the misunderstanding that is easy to step on here is: rain and dew are both wet and thankless. The red envelope stimulus and forwarding method is equivalent to the placement: it is a leverage effect, which uses a small price to leverage high value.
The total red envelope is 10 yuan, 500 people receive it, and users need to share it. A user can only get a few cents and a few cents, and of course he is not willing to help forward. Therefore, a certain level of stimulus is needed to motivate users to help. The total amount of the red envelope is 10 yuan, and 1-2 people receive it, the effect will be better.
The process of community “Pinduoduo” does not need muchMultiple rings section, made temporary For the form of the operation group, please refer to the path design:
It’s not difficult to send out the red envelopes. The headache is, after the red envelopes are sent out; how to quantify the benefits? How to monitor the data? Using a community as a carrier is different from the data recording in the background of the APP. Community activities without data monitoring, community activities with smooth experience, will fail.
It is necessary to use the power of technology, and make good use of social tools like: Short Book EnterpriseWe helpHand, mission treasure, small fission etc. Through monitoring data, automatic reply, automatic Group pull, keyword prompts and other functions make the operation of community activities systematized and automated.Through the control and data analysis of the middle station, adjust the rule scale and increase the traffic. The retention rate of. The community can also “spell out” private domain traffic.